Mukta Srivastava

About

Prof. Mukta Srivastava is a Professor and Chairperson of the Marketing Management Area at TAPMI-MAHE, Manipal. She has more than 17 years of academic and research experience. Her research interests include eWOM, customer engagement, service engagement, and employer and internal branding. Her articles have been published in reputed international journals such as European Journal of Marketing, Marketing Intelligence & Planning, Journal of Product & Brand Management, Journal of Consumer Marketing, Electronic Commerce Research, and International Marketing Review. She has also contributed case studies and chapters in books from reputed publication houses. She is the Senior Associate Editor of Marketing Intelligence & Planning.

Employment

• Manipal Academy of Higher Education Professor
  2021 - Present

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (19)

• “Thank you for your suggestion”: investigating the relationship between video game influencers’ credibility and gamers’ microtransaction intentions
  Managing Sport and Leisure 2026 DOI: 10.1080/23750472.2026.2698592
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• Beyond employee discounts: can psychological contract fulfilment drive employer-brand patronage? A psychological ownership perspective
  European Journal of Marketing 2026 DOI: 10.1108/EJM-05-2025-0366
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• Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence
  Journal of Product & Brand Management 2025 DOI: 10.1108/jpbm-12-2024-5648
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• Influence of fan’s sports identification on their intention to watch eFootball live-streaming: evidence from football audience
  Managing Sport and Leisure 2025 DOI: 10.1080/23750472.2024.2449004
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• Getting the scoop on native advertising – a bibliometric and TCCM-based review
  Marketing Intelligence & Planning 2025 DOI: 10.1108/mip-04-2024-0291
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• Demystifying customer engagement in B2B markets
  Journal of Business & Industrial Marketing 2024 DOI: 10.1108/jbim-08-2023-0481
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• Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?
  Electronic Commerce Research 2023 DOI: 10.1007/s10660-023-09743-z
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• Third-party employment branding: current status and future directions
  2023 DOI: 10.4337/9781803925516.00022
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• A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing
  International Marketing Review 2022 DOI: 10.1108/IMR-06-2021-0204
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• Employer and internal branding research: a bibliometric analysis of 25 years
  Journal of Product & Brand Management 2022 DOI: 10.1108/jpbm-06-2021-3526
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